Arming consumers against product placement: A comparison of factual and evaluative educational interventions

Several countries allow product placement on the condition that it is clearly identified to consumers. However, the currently used disclosures are not always effective. Therefore, we investigate the potential of two types of educational interventions (factual versus evaluative) to help consumers identify product placements, as well as the impact they have on the placed brands. Our results show that an evaluative (versus factual) intervention...